Better Direct
Better Direct (operating as Better Direct AI) is a Tempe, Arizona-based, HUBZone- and SDVOSB-certified IT solutions integrator and value-added reseller delivering planning, implementation, installation, and training services to federal, state, and local government, education, and commercial customers through six federal contract vehicles and 400+ OEM partnerships.
- Company typePrivate
- Founded2010
- HeadquartersTempe, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Better Direct does
Better Direct (now operating as Better Direct AI) is an Arizona-based IT solutions integrator and value-added reseller that delivers end-to-end technology services — planning, implementation, installation, and training — to federal, state, and local government agencies, educational institutions, and commercial enterprises. The firm is dual-certified as a HUBZone-certified business (since 2010) and a Service-Disabled Veteran-Owned Small Business (SDVOSB), which together provide set-aside eligibility, price-evaluation preference, and sole-source access in federal procurement. The company states it is the only such dual-certified IT integrator in Arizona and that 50% of its workforce resides in designated HUBZone areas, exceeding the 35% SBA threshold.
The company carries six federal contract vehicles — GSA MAS, SEWP V, Seaport, 2GIT, ADMC 3, and ITES-4H — covering civilian, DoD, and NASA buying channels, and it distributes technology products through a partner network of more than 400 OEMs, with HP, Cisco, Apple, Red Hat, and Dell cited as flagship relationships. Its delivery model combines professional services (systems design and integration, including audio/video systems) with hardware and software resale, operating under quote-based, contract-vehicle pricing that is not publicly disclosed. Customer acquisition is sales-led, with direct outreach supplemented by presence on government procurement storefronts (GSA Store, 2GIT Store, ADMC 3 Store, SEWP Store, ITES-4H Store, Open Market) and community engagement such as sponsorship of the annual PF Chang's Rock and Roll Marathon.
In 2022, the company rebranded from Better Direct to Better Direct AI, signaling an intent to position AI-enabled IT solutions at the core of its integration offering, although the firm has not publicly disclosed proprietary AI products, models, or research. Ownership is private, there is no disclosed parent company or outside institutional investment, and the company is led by President & CEO Mark Evans from its single headquarters at 2425 E. University Dr., Tempe, AZ. Revenue, contract values, and headcount are not publicly disclosed; the firm reports an employee range of 11-50 and more than 12 years of federal contracting experience.
Better Direct firmographics
Firmographics- Name
- Better Direct
- Legal name
- Better Direct
- Website
- https://betterdirect.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Better Direct (operating as Better Direct AI) is a Tempe, Arizona-based, HUBZone- and SDVOSB-certified IT solutions integrator and value-added reseller delivering planning, implementation, installation, and training services to federal, state, and local government, education, and commercial customers through six federal contract vehicles and 400+ OEM partnerships.
- Ownership category
- akta.pro rank
Better Direct industry classification
Industry- Product category
- IT Solutions Integration & Federal IT Contracting
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511)
- SIC
- Wholesale-Computers & Peripheral Equipment & Software (5045), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- IT Procurement & Sourcing Services (Hardware/Software) (BPAEAOAG)
- akta.pro secondary industry
- Software License Resale & Optimization (Perpetual/Subscription) (BPAEAOAC)
Keywords
Where Better Direct is headquartered
LocationHeadquarters
- HQ city
- Tempe
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Better Direct business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales
Revenue model
- IT Solutions and Systems Integration: Provides technology solutions for Federal, State, Local Government, Education, and Commercial Enterprises covering planning, implementation, installation, and training services.
- IT Resale and Product Sales: Operates as a value-added IT reseller distributing technology products from OEM partners including HP, Cisco, Apple, Red Hat, Dell, and 400+ other manufacturers. Revenue generated through hardware and software product sales via government contract vehicles.
Go-to-market motion1 record
Distribution channels7 records
Marketing channels4 records
Better Direct product offering
Product offeringCore offering
Better Direct is an IT solutions integrator and value-added IT reseller that provides technology planning, implementation, installation, and training services to Federal, State, and Local Government agencies, Educational institutions, and Commercial Enterprises. It distributes hardware and software from 400+ OEM partners (including HP, Cisco, Apple, Red Hat, and Dell) through multiple GSA contract vehicles, and complements this with audio/video systems design and AI-focused IT solutions integration under the Better Direct AI brand.
Product overview
Better Direct AI operates as an IT Solutions Integrator offering a portfolio of technology services rather than a single unified product. The core offering is IT Solutions Integration for government and commercial enterprises, encompassing planning, implementation, installation, and training. This is complemented by Audio/Video Systems design and implementation services. The company functions as a value-added reseller partnering with over 400 OEMs (including HP, Cisco, Apple, Red Hat, Dell) to deliver comprehensive technology solutions. The recent rebranding to 'Better Direct AI' reflects a strategic shift toward incorporating AI-powered solutions into their service offerings, though specific AI product modules are not detailed in available materials.
Differentiator
Problem solved
Functional benefit
Products and services
- IT Solutions Integration
Quantifiable outcome
- 50% of workforce from HUBZone communities (exceeding the 35% requirement)
- +2 more outcomes
Companies that use Better Direct
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles4 records
Better Direct technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Better Direct partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- HPcoreStrategic OEM partnership for hardware products including computers, printers, and enterprise solutions. HP is one of the flagship partnerships mentioned in the company's 400+ OEM network.
- CiscocoreStrategic OEM partnership for networking equipment, collaboration tools, and enterprise technology solutions. Cisco is highlighted as a trusted name in the partnership network.
- ApplecoreStrategic OEM partnership for Apple devices and solutions. One of the major technology brands in the 400+ OEM partner network.
- Red HatcoreStrategic OEM partnership for open-source software solutions including Red Hat Enterprise Linux and enterprise middleware. Contributes to AI and advanced technology solution delivery.
- DellcoreStrategic OEM partnership for Dell hardware including computers, servers, storage, and enterprise solutions. Part of the comprehensive 400+ OEM partner network.
- 400+ Additional OEM PartnerscoreBeyond the flagship HP, Cisco, Apple, Red Hat, and Dell partnerships, Better Direct maintains relationships with over 400 additional OEM manufacturers enabling comprehensive IT solutions delivery across all technology domains.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Better Direct competitors and assessment
Company assessmentBroad incumbents
- CDW Government (CDW-G): Federal-focused arm of CDW, the largest US IT reseller. Directly comparable because it sells the same OEM hardware (HP, Cisco, Dell) to federal agencies through GSA and other contract vehicles, but at vastly greater scale and breadth.
- Insight Enterprises: Global IT solutions integrator and value-added reseller covering hardware, software, and services for government and commercial clients. Comparable in offering scope and OEM partnerships (HP, Cisco, Dell, Apple), though Insight is a public, much larger competitor.
- SHI International: Large private IT solutions provider with a dedicated public-sector group selling hardware, software, and integration services. Comparable OEM breadth and federal contracting presence make SHI one of Better Direct's closest broad competitors.
- Connection (now part of Insight): IT solutions provider to public sector and commercial mid-market, distributing HP, Cisco, Dell, and similar lines through contract vehicles. Comparable in role as a value-added IT reseller with federal/state/local and education coverage.
Direct peers
- Carahsoft Technology: Government IT value-added distributor and reseller specializing in federal, state, and local sales of hardware and software through GSA schedules and similar vehicles. Most direct analogue of Better Direct's federal IT reseller + integrator business model.
- immixGroup: Value-added IT distributor focused exclusively on the public sector, helping OEMs reach federal buyers through contract vehicles. Same core model as Better Direct: an integrator/reseller with GSA-type contract access serving government customers.
- DLT Solutions (now TechData Public Sector / TD SYNNEX Public Sector): Public-sector IT solutions aggregator and reseller focused on federal agencies. Same OEM distribution + integration role for government end-customers, and a direct competitor for GSA-schedule and SEWP-style awards.
- Iron Bow Technologies: IT solutions provider serving federal, state, and local government as well as commercial and education clients. Comparable in both customer segments (gov/education) and in solutions integration + A/V collaboration offerings.
- EC America (a CompuCom / HCLTech entity): GSA schedule holder and government-focused IT reseller offering HP, Cisco, Dell and similar lines to federal agencies. Comparable as a contract-vehicle-driven federal IT reseller with similar product breadth.
Emerging players
- Sirius Computer Solutions (now CDW Sirius): Mid-to-large IT solutions integrator with a strong federal and education practice. Comparable in offering (hardware + services integration, A/V and collaboration), though it operates at a larger scale than Better Direct.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights4 records
Customer concentration
Better Direct social profiles
Digital presenceBetter Direct financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better Direct leadership team
Management profileNumber of profiles
Profiles1 record
Better Direct funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better Direct M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Better Direct
What does Better Direct do?
Better Direct is an IT solutions integrator and value-added IT reseller that provides technology planning, implementation, installation, and training services to Federal, State, and Local Government agencies, Educational institutions, and Commercial Enterprises. It distributes hardware and software from 400+ OEM partners (including HP, Cisco, Apple, Red Hat, and Dell) through multiple GSA contract vehicles, and complements this with audio/video systems design and AI-focused IT solutions integration under the Better Direct AI brand.
Is Better Direct a public or private company?
Better Direct is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Better Direct founded?
Better Direct was founded in 2010. It employs 11 to 50 people.
Where is Better Direct based?
Better Direct is headquartered in Tempe, United States, in the North America region.
How does Better Direct make money?
Two revenue lines are on record. IT Solutions and Systems Integration is the primary driver. The others are IT Resale and Product Sales.
Who are Better Direct's main competitors?
Broad incumbents on record are CDW Government (CDW-G), Insight Enterprises, SHI International and Connection (now part of Insight). Direct peers are Carahsoft Technology, immixGroup, DLT Solutions (now TechData Public Sector / TD SYNNEX Public Sector), Iron Bow Technologies and EC America (a CompuCom / HCLTech entity). Sirius Computer Solutions (now CDW Sirius) is listed as an emerging player.
Does Better Direct have an API?
No public API is recorded for Better Direct.
What industry is Better Direct in?
Better Direct's product category is IT Solutions Integration & Federal IT Contracting. Its primary akta.pro industry code is BPAEAOAG, IT Procurement & Sourcing Services (Hardware/Software), with a secondary code of BPAEAOAC, Software License Resale & Optimization (Perpetual/Subscription). Its NAICS code is 5132 and its SIC code is 5045.